Google is constantly making changes to improve people’s experience on their search engine. One of Google’s latest changes will affect businesses of all sizes that are running or plan to run paid search campaign. It’s called the Ads Preferences Manager and it’s worth paying attention too.
Google is giving searchers a choice of what types of ads they want to see and even giving them the ability to block ads. When a searcher does a search on Google, there is a little note that appears near the paid ads that says, “Why this Ad?” or “Why These Ads?”
After clicking on these words, a box pops up that gives them the option to learn more about the Ad Preferences Manager. Once they click on the link they are asked to sign in to access their ad preferences. They are then given the option to block ads from advertisers whose ads displayed on their most recent search. An advertiser can be blocked or unblocked with a simple click of the mouse.
According to Google they want to personalize a user’s search experience. In fact on the Ad Preference page it says, “With personalized ads, we can improve your ad experience by showing you ads related to websites you visit, recent searches and clicks, or information from your Gmail inbox.” In all fairness, Google even allows users to block Google ads. (I tried it and it works). Google also gives the searcher the option to opt out of these personalized ads.
This new option presents a whole new element to paid search ads. For advertisers, not only do ads, keywords, and landing pages have to be relevant, now users have to like them so they don’t get blocked. This is all the more reason to run relevant campaigns that display ads which are associated to a user’s keyword search, and leads them to a relevant landing page.
It’s a little early to tell if users will adopt this new option and begin using it. However, businesses should keep in mind that at any given moment their ads can be blocked from showing to a specific user. It’s a somber thought, but it is the new reality.